Question 1

An example of a(n)_ appeal is the Salvation Army appeal,"While you are trying to figure

Accepted Answer

A) rational 
B) moral 
C) awareness 
D) emotional 
E) standard 
A) rational 
B) moral 
C) awareness 
D) emotional 
E) standard B

Question 2

Communication through the mail is categorized as a(n)communication channel.

Accepted Answer

A) ineffective 
B) word- of- mouth 
C) objective 
D) personal 
E) nonpersonal 
A) ineffective 
B) word- of- mouth 
C) objective 
D) personal 
E) nonpersonal D

Question 3

In the communication process,the more the sender's field of experience that of the receiver,the more _ the message is likely to be.

Accepted Answer

A) departs from;direct 
B) varies from;distinguishable 
C) overlaps with;effective 
D) coincides with;creative 
E) connects with;ineffective 
A) departs from;direct 
B) varies from;distinguishable 
C) overlaps with;effective 
D) coincides with;creative 
E) connects with;ineffective C

Question 4

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

Accepted Answer

A) personal selling 
B) direct marketing 
C) sales promotion 
D) brand contacts 
E) public relations 
A) personal selling 
B) direct marketing 
C) sales promotion 
D) brand contacts 
E) public relations

Question 5

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

Accepted Answer

A) Mass media no longer capture the majority of promotional budgets. 
B) Improvements in communication technologies are changing how companies and customers communicate with each other. 
C) Today's consumers are better informed about products and services. 
D) Companies routinely invest millions of dollars in the mass media. 
E) Mass markets have fragmented,and marketers are shifting away from mass marketing. 
A) Mass media no longer capture the majority of promotional budgets. 
B) Improvements in communication technologies are changing how companies and customers communicate with each other. 
C) Today's consumers are better informed about products and services. 
D) Companies routinely invest millions of dollars in the mass media. 
E) Mass markets have fragmented,and marketers are shifting away from mass marketing.

Question 6

When is it most advisable to predominantly use advertising in a promotion mix?

Accepted Answer

Advertising works well when the marketer

Question 7

When is it advisable to predominantly use sales promotions in a promotion mix?

Accepted Answer

Sales promotions are used to invite and

Question 8

Which promotional mix strategy directs marketing efforts toward market channel members?

Accepted Answer

A) blitz 
B) pull 
C) pulse 
D) push 
E) buzz 
A) blitz 
B) pull 
C) pulse 
D) push 
E) buzz

Question 9

Marketing communicators must do all of the following EXCEPT .

Accepted Answer

A) choose the media through which to send a message 
B) collect feedback 
C) identify the target audience 
D) deliver products to the customer 
E) determine the communication objectives 
A) choose the media through which to send a message 
B) collect feedback 
C) identify the target audience 
D) deliver products to the customer 
E) determine the communication objectives

Question 10

In the communication process,an actual HP printer/fax machine advertisement is called .

Accepted Answer

A) decoding 
B) noise 
C) the message 
D) encoding 
E) the medium 
A) decoding 
B) noise 
C) the message 
D) encoding 
E) the medium

Question 11

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications,Tara has hired a marketing communications director,whose job it will be to ensure that each _ will deliver a consistent and positive message about the company.

Accepted Answer

A) brand contact 
B) advertisement 
C) public relations message 
D) media vehicle 
E) logo 
A) brand contact 
B) advertisement 
C) public relations message 
D) media vehicle 
E) logo

Question 12

Companies often fail to integrate their various communications to consumers because .

Accepted Answer

A) communications often come from different parts of the company 
B) personal selling and sales promotion are in direct conflict 
C) they have overemphasized the concept of brand contact 
D) advertising departments are reluctant to work with public relations professionals 
E) historically consumers have been able to distinguish between message sources 
A) communications often come from different parts of the company 
B) personal selling and sales promotion are in direct conflict 
C) they have overemphasized the concept of brand contact 
D) advertising departments are reluctant to work with public relations professionals 
E) historically consumers have been able to distinguish between message sources

Question 13

Explain the concept of integrated marketing communications (IMC).

Accepted Answer

IMC calls for recognizing all contact po

Question 14

is very believable because news stories,features,sponsorships,and events seem more real and believable to readers than ads do.

Accepted Answer

A) Personal communication 
B) Personal selling 
C) The competitive- parity method 
D) Public relations 
E) Nonpersonal communication 
A) Personal communication 
B) Personal selling 
C) The competitive- parity method 
D) Public relations 
E) Nonpersonal communication

Question 15

Explain how the message source affects consumers' perceptions of the message.

Accepted Answer

The message source will affect how the c

Question 16

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Accepted Answer

In the past,marketers relied heavily on

Question 17

Describe the six buyer- readiness stages along with marketing strategies that may be used at each stage.

Accepted Answer

The six buyer- readiness stages are awar

Question 18

Which method of setting an advertising budget is based on analyzing competitors' spending?

Accepted Answer

A) affordable method 
B) regression method 
C) competitive- parity method 
D) objective- and- task method 
E) percentage- of- sales method 
A) affordable method 
B) regression method 
C) competitive- parity method 
D) objective- and- task method 
E) percentage- of- sales method

Question 19

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Accepted Answer

A) True 
 B)False

Question 20

Which promotional tool is most effective in building up buyers' preferences,convictions,and,most importantly,actions?

Accepted Answer

A) sales promotion 
B) public relations 
C) mass- market advertising 
D) personal selling 
E) segmented advertising 
A) sales promotion 
B) public relations 
C) mass- market advertising 
D) personal selling 
E) segmented advertising

An example of a(n)_ appeal is the Salvation Army appeal,"While you are trying to figure

Communication through the mail is categorized as a(n)communication channel.

In the communication process,the more the sender's field of experience that of the receiver,the more _ the message is likely to be.

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

When is it most advisable to predominantly use advertising in a promotion mix?

When is it advisable to predominantly use sales promotions in a promotion mix?

Which promotional mix strategy directs marketing efforts toward market channel members?

Marketing communicators must do all of the following EXCEPT .

In the communication process,an actual HP printer/fax machine advertisement is called .

Companies often fail to integrate their various communications to consumers because .

Explain the concept of integrated marketing communications (IMC).

is very believable because news stories,features,sponsorships,and events seem more real and believable to readers than ads do.

Explain how the message source affects consumers' perceptions of the message.

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Describe the six buyer- readiness stages along with marketing strategies that may be used at each stage.

Which method of setting an advertising budget is based on analyzing competitors' spending?

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Which promotional tool is most effective in building up buyers' preferences,convictions,and,most importantly,actions?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 14: Communicating Customer Value

An example of a(n)_ appeal is the Salvation Army appeal,"While you are trying to figure

Communication through the mail is categorized as a(n)communication channel.

In the communication process,the more the sender's field of experience that of the receiver,the more _ the message is likely to be.

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

When is it most advisable to predominantly use advertising in a promotion mix?

When is it advisable to predominantly use sales promotions in a promotion mix?

Which promotional mix strategy directs marketing efforts toward market channel members?

Marketing communicators must do all of the following EXCEPT .

In the communication process,an actual HP printer/fax machine advertisement is called .

Companies often fail to integrate their various communications to consumers because .

Explain the concept of integrated marketing communications (IMC).

is very believable because news stories,features,sponsorships,and events seem more real and believable to readers than ads do.

Explain how the message source affects consumers' perceptions of the message.

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Describe the six buyer- readiness stages along with marketing strategies that may be used at each stage.

Which method of setting an advertising budget is based on analyzing competitors' spending?

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Which promotional tool is most effective in building up buyers' preferences,convictions,and,most importantly,actions?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters